Mississippi was in need of launching a new tourism campaign. The state has always been challenging marketing its because Mississippi doesn’t have just a handful of “big” attractions like amusement parks and “touristy” destinations. Mississippi’s strength lies with the number of eclectic and authentic experiences that can be had across the state.
MWB understood that by promoting various different types of places and experiences, by wandering from place to place, visitors would discover suprising experiences, and likely stay just a bit longer. Thus was born Visit Mississippi’s new campaign, “Wanders Welcome”.
Perhaps no other industry was hit quite as hard by the COVID-19 pandemic as tourism. As travel ground to a halt, destination marketing organizations realized they must be ready to quickly ramp up messaging as lockdown measures were lifted. A message that was concurrently hopeful and not tone deaf was needed…and needed quickly. Visit Mississippi was no different.
Utilizing an extensive library of existing footage and imagery from both MWB and Visit Mississippi, MWB was able to script, develop, and produce a :30 commercial, :15 social media ads, as well as a print ad series within a week’s time, and deploy an extensive media traditional and digital media plan in key markets across the Southeast.
Visit Mississippi wanted to feature iconic Mississippi restaurants and trendy eateries in a unique way. MWB produced a series of “tasty videos” for social media that walked viewers through recipes for famous dishes and cocktails.